MKT 100 Lecture Notes - Lecture 7: Market Segmentation, Arity, Psychographic

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Step 5: identify and develop positioning strategy positioning. Geographic segmentation the grouping of consumers on the bases of where they live. Examples; continent (north america, asia, europe, africa), country, region (west coast, prairies, central, maritimes), provinces, city, urban, suburban, rural, climate. Demographic segmentation the grouping of the consumers according to easily measured, objective characteristics such as age, gender, income and education. Self-values goals for life, not just the goals one wants to accomplish in a day; a component of psychographics that refers to overriding desires that drive how a person lives his or her life. Self-concept the image a person has of himself or herself, a component of psychographics. Lifestyles lifestyles are how we live our lives to achieve goals. Behavioural segmentation groups of consumers based on the benefits they derive from products or services, their usage, rate, their loyalty and the occasion. Occasion segmentation groups of consumers based on when they purchase or consume a product or service.